The Edward Show

A viral Reddit post unpacks the mechanics behind Google's ranking system, focusing on how every keyword defines a topical space. Each click enhances your topical authority and pages rather than domains compete for rankings. Publishing and linking within a specific topic fosters growth into adjacent areas. Google prioritizes utility over writing quality, valuing user behavior as a key measurement. Backlinks and branded searches act as trust signals, but simplistically approaching SEO can yield better results.

Discover the crucial role of brand building in modern SEO, where strong brands mean higher authority and visibility. Learn how brand recognition enhances click-through rates and engagement, signaling trust to both Google and users. Uncover strategies for developing linkable assets that naturally attract backlinks, and why weak branding hurts your SEO performance. With practical steps to define your mission and repurpose content, this discussion reveals the secrets to sustainable growth and lasting online presence.

Discover why sticking to a flat URL structure is a common SEO pitfall. Learn how organizing pages into subfolders enhances user experience and boosts scalability. Find out how this structure simplifies analytics and content audits, making your site easier to manage. Uncover the secrets of link building and how subfolders can enhance your topical authority. This insightful discussion also covers how proper URL hierarchy improves navigation and why it’s essential for driving traffic and increasing niche authority.

Discover a game-changing SEO tactic that transforms low-volume keywords into lucrative leads by using specific modifiers like 'for schools' or 'for government employees.' Learn how to create dedicated landing pages that rank against minimal competition. Explore why zero-volume keywords can be gold mines and how to pair your SEO strategies with user-generated content on platforms like YouTube and LinkedIn. Uncover which modifiers consistently draw in high-value traffic to maximize your online resources.

E865: A new and growing issue in digital marketing is emerging: black hat AI SEO and the use of fake, AI-generated negative review articles to manipulate how large language models describe a brand. A Reddit post describes a case where a competitor allegedly purchased a black hat AI SEO service that published false review content across multiple low-quality websites. As a result, ChatGPT, Claude, Perplexity, and other LLMs began repeating incorrect, damaging information about the company. I explain how this happens, why LLMs pick up misleading sources, how query modification and query fanouts work, and what you can do to protect a brand when this type of AI manipulation occurs. Topics covered in detail: - How black hat AI SEO services generate and distribute fabricated negative reviews - How LLMs source information and why they may cite low-quality or false articles - Why the queries an LLM uses are often different from the user's original question - How to view ChatGPT's real search queries through inspection tools - What a query fanout is and how multiple related searches affect AI outputs - How to identify the exact keywords and queries an LLM is using around your brand - How to publish content that ranks for those modified queries - When burying negative content is more realistic than removal - How to dispute reviews on platforms like Trustpilot, Clutch, and Google Business Profile - How Google's "Report Negative Review Extortion Scams" tool works - Long-term strategies for protecting brand reputation in AI search environments - Legal considerations surrounding defamation and online attacks ⭐️ The Reddit Thread - https://www.reddit.com/r/AISEOforBeginners/comments/1ok5j0w/black_hat_ai_seo_is_here_how_do_you_fight_back/ ⭐️ SEO Pub's Query Fanout Extractor - https://theseopub.com/updated-chatgpt-search-query-reasoning-extractor-bookmarklet/ ⭐️ Report negative Google Business Profile Reviews - https://support.google.com/business/answer/4596773?hl=en ⭐️ Report negative Trustpilot Reviews - https://support.google.com/business/answer/4596773?hl=en ⭐️ Report negative Clutch Reviews - https://support.google.com/business/answer/4596773?hl=en 💎 Compact Keywords - My SEO Course - Get paying customers through SEO - Clear step-by-step video breakdowns - SEO templates to be copied and adapted for your products and services: https://compactkeywords.com/ 00:00 Black Hat AI SEO Attack 02:11 Expert Insights: WebLinkrs Take 03:37 Understanding Query Fanouts 05:26 Practical Solutions and Tools 06:41 Dealing with Negative Reviews 09:48 Long-Term Strategies The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #answerengineoptimization #generativeengineoptimization #reputationmanagement #searchengineoptimization

Delve into the heated debate over Google's anti-parasite SEO policies and the EU's antitrust investigation. Learn what parasite SEO is and how it affects major publishers like Forbes. Discover the contrasting views of industry experts on the necessity of Google's measures and the implications for search quality. Explore the differences between obvious and subtle parasite tactics, and why genuine brand growth can lead to accidental parasite SEO. Finally, uncover strategies for sustainable SEO success, focusing on intent-driven keywords and core fundamentals.

LinkedIn is rapidly emerging as a prime growth opportunity, with dormant accounts gaining impressive traction through frequent posting. Creators can effectively repurpose content from other social media platforms for rapid results. Daily engagement boosts brand awareness, with LinkedIn posts benefiting significantly from search traffic. Manual posting surpasses automation in reach, while writing in a conversational tone helps individuals stand out. Strategies for leveraging LinkedIn include launching linkable assets and optimizing video content for better engagement.

E862: Mordy Oberstein - former Head of Communications at Semrush and Former SEO Brand Advisor at Wix - joins Edward to talk about why brand is becoming the most important SEO signal heading into 2026 and why AI won't replace great marketing anytime soon. Mordy and Edward go deep on: - Why branded searches, authority, and trust influence keywords, backlinks, and AI visibility - How AI overviews and LLMs are changing the search landscape - What Google's AI Mode really means for businesses and if it will stick - The future of affiliate and top-of-funnel SEO - The biggest SEO wins and losses of 2025 - How to build a brand that compounds over time - A trick for getting into sought-after SEO conferences Whether you're an SEO, marketer, or founder, this episode will help you understand what really matters for ranking, visibility, and brand growth in the AI era. ⭐️ Mordy Oberstein on X - https://x.com/MordyOberstein ⭐️ Mordy Oberstein on LinkedIn - https://www.linkedin.com/in/mordyoberstein/ 💎 Compact Keywords - My SEO Course - Get paying customers through SEO - Clear step-by-step video breakdowns - SEO templates to be copied and adapted for your products and services: https://compactkeywords.com/ 00:00 Introduction and Guest Introduction 00:37 Mordy's Career 03:30 Branding and Marketing Tactics 07:09 AI and SEO Predictions 12:51 Debate on AI Mode and Trustworthiness 17:20 Final Thoughts and Reflections 32:15 The Reality of Generative AI 32:55 Blockchain and AI: A Comparison 33:52 The AI Bubble and Investor Behavior 35:18 The Future of SEO in an AI-Driven World 39:00 Brand Building and Marketing Strategies 42:19 The Impact of AI on Affiliate Marketing 55:00 SEO Tools and Industry Changes 01:04:36 Identifying the Problem in SEO 01:04:48 Crazy Opportunities in SEO 01:05:30 The Importance of Brand Visibility 01:09:18 Starting a New Brand: Key Considerations 01:15:37 Building Links and Partnerships 01:19:09 Content Strategy and Social Media Presence 01:30:19 SEO Wins and AI in Finance 01:34:03 Conclusion and Final Thoughts The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/ #searchengineoptimization #answerengineoptimization #generativeengineoptimization #digitalmarketing

Google's Opal tool is causing a stir in the SEO community by promoting scalable AI-generated content, despite its own Scaled Content Abuse policy. Creators like blogger Christy are feeling the effects, having lost traffic to copycat content. The backlash highlights a potential contradiction in Google's practices and raises concerns about the future of online content. The discussion delves into strategies for navigating SEO by focusing on quality over quantity, encouraging creators to engage thoughtfully with their audience.

Julian Goldie, an innovative SEO operator and entrepreneur, dives into the highs and lows of his journey in the digital marketing space. He shares his strategy for scaling content using AI and the day his sites faced a widespread Google penalty. Discover practical insights on keyword research, building resilience after setbacks, and the importance of documenting experiments. Julian reveals his simplified approach to backlinks and outreach, while emphasizing creative strategies that harness modern AI to amplify growth across platforms.